Consumer decision journey

Consumer Decision Journey

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To generate revenue and to keep your business going, you need customers. That’s whycustomer is regarded as the king for every business. However, not every business has achance to serve customers as the king in today’s competitive market. There are manyoptions and varieties for them to choose. So you need to be attractive to be in one of thefew in the selected list, and to be attractive, you need to understand your customer’sbehavior and thought, and know well about their decision making process.


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Understand your customers


Many business owners and marketers in Cambodia have ignored the important practiceon this concept, and they feel that it is a waste of time to know all these things.However, the fact is totally opposite when you know how to do it well. It will save youtime and energy, and will help you as the business owner, and marketer to effectivelydesign the strategy to attract customers when you really understand the behavior, anddecision making process of consumers. This practical concept in business world is calledConsumer Decision Journey.

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Consumer Decision Journey


Consumer decision journey (CDJ) is an important concept that is used by many big brands in the world to analyze business objective and to answer important questions such as:


What create the customer need?

Do my customers advocate my brand?

Do the experiences I deliver fulfill customer expectations?

Do my efforts result in wins for my brand?

Do my product satisfy customers’need?

Do my customer recall and recognize my brand?

To answer all of these questions above by using the CDJ framework, there are 6 steps to beconsidered as below:


Post Purchase Experience

Loyalty Loop

Moment of Purchase

Consideration Set

Active Evaluation

Trigger


When customers want to buy a product, they will start thinking about brands that candeliver that product. For example, if they want to buy a television they will think oftelevision brand like Samsung, Sony, Toshiba, Panasonic…etc. Trigger is any reasons thatdrive customers want a particular product.


Trigger



Trigger


It is an initial list that comes to customers’ mind. All brands want to be in this set becausethey all want to be on top of consumer’s mind. Consideration Set tells that your brand isrecognized and the consumers are thinking of you when they want a product that you sell.It is a great place for your brand to be in.


Consideration Set



Consideration Set


In this stage, consumers are collecting information as much as possible to evaluate thedifferent product choices and brands that are available to them. They may seekrecommendations from their family and friends or reading online review.


Active Evaluation


Active Evaluation


After consumers have done all their analysis and evaluation, they will arrive at a product that they actually is ready to make a purchase.

If your product is display at a supermarket, Moment of Purchase is when customers decide to choose your product while they see the different products, and those brands on the shelf are competing for their attention.


Moment of Purchase



Moment of Purchase


This phase is very crucial to your long-term business success as it will tell if you can turn your new customers to your loyal ones. This is the moment consumer use your product, and whether they like and if it fit their expectation.






Loyalty Loop is as a shortcut of the entire consumer decision journey. It happens when thetrigger arrives again, the consumers go right to the moment of purchase (buy your brand)and avoid the possibility some of other brand’s products.


Loyalty Loop



Moment of Purchase


Thank You


Consumer decision journey

Business